How do brands maintain human touch while utilizing advanced technologies in their daily business operations?
As most businesses made their way through 2021, the use of AI and BI solutions slowly but surely became a reality. And in marketing, robots, machine learning, predictive models, as well as big data all impact the global market sentiments daily.
Are these increased technological advancements making brands lose the human touch, making them appear less natural?
Given the current market scenario, marketers can develop the top technique to get humanized by connecting and thinking with the audience like one. The first step towards this is listening, followed by empathy, and being authentic to the target audience.
The pandemic has decimated business budgets, extending the sales cycle across all industries. As a result, the industry leaders suggest adopting a data-driven marketing strategy. This can help marketers understand if they are empathetic enough.
Basically, brands need to communicate what their customers need to see and hear now. According to Forbes Insight, companies that follow this are 6X more likely to be profitable year-over-year.
Also Read: 4 Ways Marketers Can Bring Human Touch to B2B Marketing
As explained by Bruce Rogers, Chief Insights Officer and Head of the CMO Practice for Forbes Media, in the company blog, “Effective data-driven marketing draws on resources from across the enterprise, not a single department. And without data, marketing is not based on customer intelligence.”
Today, digital marketers know personalization is one of the vital elements of effective marketing. In this, big data allows brands to customize and individualize messages, formats based on consumers’ preferences, demographics, and past behaviors.
In fact, any (collected) first-party data often proves beneficial. A recent study by Salesforce reveals that nearly 52% of people indicated they might switch brands if a company does not personalize communications. If marketers lack in this area in 2021, it could hurt the brands’ growth opportunities.
Many organizations are also trying out “life event marketing” to trigger a response that results in higher along with customer loyalty. The idea is to connecting with consumers personally and emotionally, precisely during a unique life moment. It often turns out as the perfect incorporation of humanized marketing strategy and using data.
Also Read: 4 Steps for Effectively Conducting Customer Experience (CX) Audit
As the economy recovers slowly and gradually gains normalcy, businesses aim to reach and convert old prospects into buyers this year. Hence, marketers are highly focused on taking a human-centric approach in order to welcome modern-age buyers and then pitch their products and services.
To keep up with this global transformation, brands are fine-tuning their marketing strategies accordingly – since it is a bit tricky to ensure buyers with a sense of assurance and trust in their digital journey at one go. However, gradually more people are becoming a part of the instantaneous digital experience.
Clearly, companies are adopting human-centric marketing approaches like a primary mantra to remain competitive in this downswing market. Beside this, a digital twist is encouraging them to engage, retain, and grow connections with their audience virtually.
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